Premium Publications
How to Attract Digital Nomads to Your Hotel
Discover practical ways to attract digital nomads to your hotel, from hygiene and safety measures to comfortable workspaces, high-speed Wi-Fi and flexible long-stay offers.
Hotel Marketing
439 articles available in English.
NEW PUBLICATIONS
Keep reading
Customer Experience (CX)
Guests Buy a Fragmented Hotel Promise
Hotels do not fully control the promise guests encounter across OTAs, maps, agencies, social media and partners, but they are still accountable for it.…
Hotel Management
We May Have Misunderstood Guest Experience: Guests Don’t Want Surprises—They Don’t Want to Waste Time
Hospitality often focuses on personalisation, memorable experiences and wow moments, yet many guests still have to wait, repeat information, search for answers or chase…
Hotel Management
The Guest Journey: Why I Wrote a Book About What Really Happens Before, During and After a Stay
The Guest Journey stems from a conviction shaped by years in hospitality: guests do not experience departments, processes or organisational charts—they experience one relationship…
Premium Publications
Hotel Reputation Is Not an Average: It Is a Diagnostic Tool
An average review score can remain stable while a hotel repeats the same failure every week. This approach helps hotel teams interpret reviews through…
Recommended Publications
Every Booking Erases the Conversation That Made It Possible
A booking may contain everything needed to host a guest while losing almost everything that explains why they chose the hotel. Pre-Arrival Decision Memory…
Recommended Publications
Trust Is Also Built into the Hotel Rate
A low rate may capture attention, but only a complete, understandable price turns that attention into trust. This article explores how taxes, deposits, surcharges,…
Environmental Sustainability
The Word ‘Sustainable’ Is Now Under Audit
EU Directive 2024/825 is reshaping environmental claims in hospitality. From 27 September 2026, generic terms, self-created labels, future commitments and offset-based neutrality claims will…
Premium Publications
Maximising Hotel Marketing Value (Part 2)
Explore how hotels can justify marketing and sales spend, improve marketing channel performance, refine guest segmentation and strengthen brand loyalty during challenging economic conditions.
Recommended Publications
The Door, the Rate and the Red Line in Hotel Positioning
Hotel positioning becomes real when it defines the demand you want to attract, the price points that protect your proposition and the business you…
Recommended Publications
Your CRM Knows Too Much—and the Guest Is Starting to Notice
Hotel CRM can strengthen recognition and loyalty, but outdated, excessive or context-free guest data can turn personalization into discomfort. I examine where useful memory…
Operational Performance
One Request, One Time
A guest should not have to repeat the same request to Reception, Housekeeping, Maintenance or F&B. I examine the operational cost of repetition and…
Hotel Strategy
The Invisible Guest: Why the Hotel Experience Belongs to More Than the Booker
A hotel stay rarely belongs to one person alone. The booker may not be the payer, decision-maker, primary user of services or the person…
Recommended Publications
The New Hotel Reputation Audit: Spot False Promises Before Guests Do
Hotel reputation is protected before a guest leaves a review. This practical framework helps hotels inventory, verify and govern images, copy, services and commercial…
Recommended Publications
Expectation Debt: The Invisible Liability Your Hotel Creates Before Guests Arrive
Every image, rate, description and commercial promise creates an obligation to the guest before arrival. Explore how to identify this invisible liability, assess its…
Hotel Management
The Hotel That Remembers Wins: Why Guest Recognition Builds Loyalty No Discount Can Buy
True hotel guest loyalty does not start with points or discounts, but with something far more human: remembering the guest. A strong hotel CRM…
Hotel Strategy
Hoteliers, do you still not understand why your rooms can sell at different prices? Trivago explains it—again
Trivago’s ubiquitous ads have embedded a simple message in consumers’ minds: the same hotel can be found at different prices, and comparison shoppers get…
Hotel Management
Hotels Don’t Compete Only with Hotels: They Compete with Guest Expectations
For decades, hotels have defined competition through destination, category and market segment. But today’s guests build their expectations through every consumer experience they have—from…
Recommended Publications
The Guest We Don’t Want: When the Best Decision Is to Refer Them to Another Hotel
Not every guest is the right fit for every hotel. Some arrive with expectations that conflict with the property’s value proposition, while others create…
Hotel Strategy
The New Hotel Guest Journey: When Travellers Ask AI First
Artificial intelligence is reshaping the hotel guest journey. Travellers no longer need to browse dozens of websites to discover, compare and choose accommodation: they…
Digital Marketing
Customer Acquisition Cost and Why It Matters for Hotels
For hoteliers, understanding customer acquisition cost is essential. This article explains what CAC is, how to calculate it, why it matters to profitability, and…
Digital Marketing
Build Hotel Guest Loyalty Across Every Booking Channel
In today’s hospitality landscape, hotels must understand how travelers prefer to book. OTAs have reshaped the market, but guest loyalty does not need to…
Hotel Strategy
When a World Cup Win Becomes a Country’s Best Tourism Marketing Campaign
Spain’s World Cup victory is more than a sporting achievement. It strengthens the country’s brand, enhances its international destination appeal and creates a strategic…
Digital Marketing
Why Marketing Consistency Matters for Hotels
Marketing consistency helps hotels build stronger, longer-lasting guest relationships. From brand tone and visuals to campaigns and content, a consistent presence builds trust, strengthens…
Premium Publications
Key Considerations for Rethinking a Hotel Restaurant Concept
Hotel restaurants play a vital role in guest satisfaction and overall property performance. Before building or renovating, research guest preferences, showcase local cuisine and…
Customer Experience (CX)
Your Hotel Is Not Competing with Who You Think: Understanding Your True Market Position
Many hotels believe they understand their market position, but the reality is often different. Positioning is not defined by what a hotel says it…
Premium Publications
How to Position Your Hotel Within Its Competitive Set
Want to position your hotel more effectively in the market? Discover hotel positioning strategies and learn how understanding your guests can help you stand…
Digital Marketing
Smart Hotel Personalization: From Big Data to Guest Intelligence
Hospitality has evolved from Big Data to Guest Intelligence. Today, the key to increasing conversions, guest loyalty and profitability is not collecting more information,…
Recommended Publications
Why Tangible Touchpoints Still Win in a Digital World
In an increasingly digital hospitality industry, physical touchpoints are regaining unexpected strategic value. Touch, sensory engagement and thoughtfully designed objects can create attention, trust,…
Social Media Marketing
Why Transparency Is Key to Hotel Positioning
Transparency is becoming essential in hospitality to meet guest expectations and build stronger hotel-guest relationships. Discover why clear communication is crucial to hotel success.
Recommended Publications
Revenue Management vs. CRM: Where Hotel Strategies Conflict
Revenue Management aims to maximise hotel revenue and profitability through pricing, inventory control and customer mix optimisation. CRM, meanwhile, is a customer-centric strategy for…
Digital Marketing
Hotel Marketing Metrics That Actually Matter
In 2026, hotel marketing measurement must go far beyond followers, impressions, website visits and email open rates. This article examines the KPIs that truly…
Digital Marketing
How Campaign Segmentation and Personalization Build Guest Loyalty
Hotel segmentation and personalization have moved far beyond traditional email marketing. In 2026, building guest loyalty requires first-party data, a connected hotel CRM, revenue…
Recommended Publications
Revenue Management and Hotel Customer Retention
Today’s hotel revenue management must go beyond attracting guests and securing short-term revenue. It should also address customer retention, loyalty and satisfaction. This article…
Recommended Publications
Revenue Management, CRM and Hotel Guest Loyalty in Challenging Times (Part 2)
During periods of economic stagnation, hotels need strategies to protect profitability and remain attractive to investors. Smart, segmented pricing, effective RevPAR optimisation and customer-focused…
Recommended Publications
Hotel Distribution in 2026: Less Focus on Disintermediation, More on Building Relevance
Hotel distribution in 2026 can no longer be viewed as a simple battle between direct bookings and intermediaries. The real challenge is to build…
Digital Marketing
Why Hotels Need to Segment with Millennials in Mind
Technology is reshaping how people think, behave and travel. Hospitality experiences vary by segment, especially among millennials and digital natives. To engage them effectively,…
Recommended Publications
Personalization vs. Customization: The Strategic Mistake Confusing Modern Hospitality
The difference between personalization and customization is reshaping the modern hotel guest experience. While personalization anticipates guest needs through data and operational intelligence, customization…
Recommended Publications
Redefining Hotel Guest Loyalty
Hotel guest loyalty needs to be redefined beyond repeat stays and points programmes. Building emotional connections through meaningful guest interactions can turn loyal guests…
Customer-Centric Revenue Management
NPS in Hospitality: The Industry’s Most Misunderstood Metric
NPS is one of the most widely used metrics in hospitality—and one of the most misunderstood. Explore what Net Promoter Score really measures, why…
Recommended Publications
Customer-Centric Revenue Management (CCRM)
CCRM, or Customer-Centric Revenue Management, puts the guest at the heart of every decision. While yield management helps maximise revenue and offers can stimulate…
Premium Publications
Future Hotel Strategy: Four Perspectives to Consider
When planning a hotel’s future strategy, leaders need to prioritise the milestones and resources that matter most. This article outlines four interconnected perspectives for…
Digital Marketing
Big Data in Hotels: How to Use Data Effectively
Big data in hospitality is more than a buzzword. Learn how hotels can turn guest, operational and commercial data into actionable insights to improve…
Digital Marketing
Creating a Hotel Digital Marketing Plan in a Hyper-Competitive Market
A successful hotel digital marketing plan should put guests and prospects at the centre of every touchpoint, from website and mobile to social media,…
Digital Marketing
How to Build a Hotel Brand That Drives Guest Loyalty and Revenue
Hotel branding helps properties stand out, strengthen guest loyalty and drive more direct bookings. Learn the essentials of a strong hotel brand, from understanding…
Digital Marketing
Hotel Rate Parity Across Distribution Channels
Hotel rate parity across distribution channels requires careful analysis. There is no one-size-fits-all policy: each hotel should make decisions based on its guest profiles,…
Digital Marketing
Hotel Communication in a Customer-Centric Hospitality Business
Effective communication is essential to achieving hotel strategy, strengthening service positioning and differentiating from competitors. A hotel’s image depends on how consistently its services,…
Premium Publications
Using Emotional Intelligence and Hospitality to Build a Hotel Brand
In a crowded hotel market, a distinctive hospitality brand is essential. Discover how emotional intelligence can help create transformative guest experiences and lasting loyalty.
Hotel CRM
Perceived Value in Hospitality: Managing Guest Expectations and Spend
Perceived value in hospitality is not based on price alone, but on how guests assess what they spend against the experience they receive. As…
Recommended Publications
Leaving Hotel Upselling to Chance
Leaving hotel upselling to chance is a costly strategic mistake. An in-depth look at how it erodes hotel profitability—and the practical decisions needed to…
Recommended Publications
The Impact of Guest Reviews on Hotel Booking Decisions
Hotel guest reviews and ratings play a decisive role in online booking decisions. Travellers increasingly trust feedback from other guests, often valuing it as…
Digital Marketing
Hotel Value Proposition: Why Guests Should Choose You
Learn how to build a compelling hotel value proposition that differentiates your property, communicates what makes it unique and helps drive more direct bookings.
Customer-Centric Revenue Management
Hotel Guest Loyalty in the Age of Price Transparency
Guest loyalty and price sensitivity can seem contradictory. Today’s travellers have access to more information and are more demanding, reshaping their loyalty to hotels.…
Hotel Management
Chasing Trends Is Not Hotel Brand Strategy
Many hotels confuse adaptation with strategy, chasing wellness, bleisure, sustainability and experiential travel trends without building a clear identity. This article explains why following…
Strategic Planning
The Real Cost of Lacking a Hotel Identity
Trying to appeal to everyone is one of the most expensive decisions a hotel can make. When a property fails to define what it…
Strategic Planning
The Strategic Mistake of Competing with the Hotel Next Door
Many hotels make a quiet strategic mistake: they define their strategy by constantly watching the hotel next door. When local competition becomes the main…
Recommended Publications
The Hotel That Thinks It Has Customers—But Really Has Channels
Many hotels believe they have a strong customer base when, in reality, they depend on channels that control the relationship, visibility and repeat booking.…
Strategic Planning
The Biggest Profitability Mistake Hotels Make (and Few Talk About)
Many hotels work hard to increase occupancy, improve market positioning or strengthen their marketing, yet few stop to design the economic system that truly…
Strategic Planning
The Day I Realized My Hotel Had No Strategy
Many hotels mistake activity for strategy. Meetings, promotions, rate changes and constant decisions can create momentum without creating direction. The real issue becomes clear…
Strategic Planning
The Ideal Guest Strategy
Defining the ideal guest is one of the most important strategic decisions in hospitality. This article presents a practical framework to identify the guest…
Hotel Management
The Hotel Strategy Map: Understand Your Business on One Page
Many hotels manage their business through dozens of reports without a clear view of the full system. A Hotel Strategy Map helps teams understand,…
Hotel Marketing
Spanish Hotels Fall Short on Customer Loyalty
A recent study suggests that most hotel businesses in Spain lack dedicated customer retention and loyalty strategies. Find out why traditional loyalty programmes underperform…
Recommended Publications
Changing Hotel Rates Without a Strategic Pricing Architecture
An in-depth look at how changing hotel rates without a strategic pricing architecture erodes profitability—and the practical decisions hotels can take to restore control,…
Hospitality Innovation
Why Some Hotel Messages Drive Bookings — and Others Are Forgotten
In a hotel market crowded with messages, the difference between communicating and persuading lies in understanding how guests make decisions. This article introduces a…
Recommended Publications
The Elimination Strategy: Which Hotel Services, Segments and Channels Should You Drop?
In hospitality, growth does not always mean adding more services or targeting more segments. Often, the real competitive advantage comes from removing what no…
Hotel Management
Excellence and Humanity: Transforming Hospitality with the EFQM Model and Marketing 3.0
In hospitality, operational excellence and human connection are no longer optional ambitions—they are strategic priorities. The EFQM Model, with its focus on continuous improvement,…
Recommended Publications
It’s Not What You Charge. It’s What Your Price Says.
In hospitality, we do not compete for occupied rooms alone; we compete for perception, reputation and strategic territory. My recommendation is clear: do not…
Hotel Management
The Strategic Mistake of Trying to Appeal to Everyone
Trying to appeal to everyone is one of the most costly strategic mistakes in hospitality. Lack of focus weakens the brand, creates operational friction…
Hotel Management
Lost Sleep, Stolen Time... and These Pages to Show for It
These pages were not written at convenient times. They were written when the house was quiet. When the clock showed hours that should have…
Hotel Management
The Strategic Question Every Hotel Should Ask Each Year
A strategic reflection for hotel leaders: identify the guest segments you do not currently attract but want to win. Explore how guest segmentation, profitability,…
Strategic Planning
How Customer Journey Analytics Transforms the Guest Experience
Customer journey analytics has become essential for hotels looking to improve the guest experience and build loyalty. By understanding every interaction a guest has…
Strategic Planning
Strategic Hotel Pricing: Setting the Right Rate for Your Value Proposition
The right hotel rate does not come from the market alone; it comes from consistency. Demand should not dictate your pricing in isolation—the alignment…
Hotel Management
The 360° Hotel Management Model: Integrating Operations, Marketing and Revenue
The 360° Hotel Management Model brings Operations, Marketing and Revenue Management into one strategic system, removing the silos that undermine profitability and weaken the…
Hotel Management
Too Many Dashboards, Too Little Direction
Hospitality does not lack information; it lacks decision discipline. Insight is not the answer—it is the starting point. Only when evidence creates an obligation…
Digital Marketing
Hotel Content Marketing: A Guide for Hotels
Hotel content marketing is essential for standing out in a competitive travel market and connecting with the right audience. Learn how to build an…
Customer Experience (CX)
Why So Many Hotels Do Everything Right—and Still Lose Guests
In hospitality, guest loyalty is not built on slogans but on consistency. This article explores the six real pillars of the guest experience in…
Leadership and Team Empowerment
The Hotel Industry’s Biggest Networking Parade: FITUR 2026
An ironic yet thoughtful look at the hospitality event circuit, ever-present experts and the gap between public-facing narratives and operational reality. A reminder that…
Hotel CRM
Guest Loyalty Has Changed (and Many Hotels Still Haven’t Noticed)
Hotel guest loyalty is no longer built on points or automatic repeat stays. In 2026, loyalty is earned through trust, consistency and emotion. Being…
Hotel Management
How a Strong Hotel Business Plan Can Shape Your Hotel’s Future
Learn how to build a robust hotel business plan that can attract investors, support financing and provide a clear roadmap for long-term growth and…
Digital Marketing
7 Marketing Strategies to Help Luxury Hotels Stand Out
In the luxury hotel market, the ability to deliver a personalised guest experience has become a defining factor for industry leaders. High-net-worth travellers value…
Hotel Management
Creative Hotel Ideas That Can Transform Your Property
Maximising hotel revenue requires creativity, innovation and an effective strategy. By exploring new opportunities, enhancing the guest offering, creating distinctive experiences, using strategic marketing…
Strategic Planning
Vision and Strategy in the Final Stages of Hotel Pre-Opening
Explore the key priorities in the final stages of hotel construction and pre-opening, from quality inspections and operational planning to team training, technology implementation,…
Strategic Planning
Why Criticising OTAs Is Easy — and Building Alternatives Is Not
A growing wave of social media “gurus” insists that hotels relying on OTAs are being managed badly. Yet few explain how to replace OTA…
Strategic Planning
Developing Value-Based Pricing Strategies for Hotels
In an increasingly crowded hotel market, adaptability and continuous innovation are essential to remain relevant and competitive. Value-based pricing strategies must continually evolve in…
Hotel CRM
Hotel Personalization Through Touchpoint Personalities
Hotel personalization goes beyond guest preferences. Discover how understanding guest needs at each touchpoint can create more relevant, memorable hospitality experiences.
Customer Experience (CX)
If Guests Don’t Feel Value Within Minutes, They Won’t Return: The Urgency of Time to First Value
Understanding and accelerating Time to First Value (TTFV) has become a strategic priority for hotels. In an industry where immediacy shapes guest satisfaction, TTFV…
Strategic Planning
The Art of Saying No: Why Guest Selection Is a Luxury Strategy
Saying no in hospitality is not arrogance; it is strategic clarity. Choosing the right guests protects the experience, strengthens hotel identity, reduces operational friction…
Hotel Management
The Hidden Costs of Joining a Major Hotel Brand
Are hotel brands’ claims about loyalty programmes and negotiated rates really true? Let’s examine what sits behind the promise.
Hospitality Innovation
From NPS to NES: Measuring Emotion as Hospitality’s Next KPI
In a hotel industry saturated with data, one metric is starting to stand out: the Net Emotional Score (NES). Going beyond the traditional Net…
Hotel CRM
Latent Loyalty: The Hidden Asset Hotels Need to Nurture
Latent loyalty is the invisible bond that remains long after a guest has left the hotel. These guests may not return often, but they…
Strategic Planning
The New Era of Hotel Branding: From Quality Promise to Cultural Connection
Hotel branding has evolved from a simple promise of quality into a signal of cultural identity. Today’s guests choose hotels not only for location…
Customer-Centric Revenue Management
Hotel Pricing Strategy: How to Set Rates Without Following the Competition
Hotel pricing is about far more than choosing between €100 and €140. It is a strategic decision that combines analysis, perceived value and market…
Hospitality Innovation
From Reach to Relevance
In the new era of B2B marketing, independent hotels are learning that visibility alone is no longer enough. Success is defined not by reach,…
Hotel CRM
The Power of Guest Satisfaction
Guest satisfaction is about more than meeting expectations—it is about creating memorable experiences that exceed them. A satisfied guest is more likely to return…
Hotel Management
Hotel Value Proposition (5): Defining and Identifying Your Target Audience
Learn why defining and identifying your hotel’s target audience is essential to building a compelling value proposition. Explore how to analyse guest data, personalise…
Hospitality Innovation
The Transformative Power of Data Management in Hospitality
Discover how effective data management helps hotels optimise operations, personalise the guest experience and improve profitability in today’s digital hospitality landscape.
Strategic Planning
How Hotels Can Stay Visible in the Age of AI Search
In the age of AI search, hotel visibility is no longer defined by Google rankings alone. Hotels need to appear across the channels and…
Hotel Management
The Art of the Pause: How Service Pace Elevates the Guest Experience
Discover how mastering service pace can transform the hotel guest experience. From Lean Management and emotional intelligence to active listening, small, intentional pauses can…
Customer-Centric Revenue Management
The Hidden Danger of Fake Hotel Reviews: Bought Reputation Comes at a Cost
Fake reviews may seem like a tempting shortcut to improve a hotel’s online reputation, but they are a dangerous trap. Any short-term gain can…
Premium Publications
How to Guide the Guest Journey to Increase Revenue and Satisfaction
Strategic merchandising is not limited to retail. In hotels, it can shape an invisible guest journey in which every touchpoint—from the lobby to check-out—encourages…